Issue: Efforts to Tackle Industry Challenges
May Fall Short
News: This year, the Association of
Directory Publishers (ADP) and the Association of Directory Marketing
(ADM) again conducted an overlapping conference in Hilton Head, SC. Collectively,
the event highlighted a few important facts about the Yellow Pages industry.
First, the printed Yellow Pages medium continues to deliver substantial
value to local (as well as national) advertisers, despite a growing divide
between references and ad revenues.
Second, and probably more importantly, both
the publishing community and their marketing representatives have a lot
of collective irons in the fire taking the form of initiatives that address
many perceived weaknesses - those of obsolescence, bureaucratic inertia
and unnecessary complexity.